Referral guide
Referrals are how we get most of our new business, so we made this handy guide to help people connect us to clients we can help the most. Thank you for thinking of us!
Who we like to work with
We work mostly with businesses that make technical or industrial products for other businesses. Below are some very general examples of the types of clients we’re best suited to help.
Small and mid-size technical B2B companies
Revenue between $1M and $50M, fewer than 500 employees, focused on one or a few product areas.
Funded technology startups
Funding of at least $1M, established leadership team, focused on one product.
Business units within larger companies
Revenue of $50M or more, over 500 employees, multiple business units in similar or different markets.
Leadership teams
Corporate leadership at any company seeking ongoing marketing leadership or to fill a “fractional CMO” role.
Areas we like to work in
Technical industries share lots of overlapping disciplines. We don’t have any strict rules, but these examples give some idea of where we usually operate.
Advanced materials
Examples: Semiconductor materials; advanced glass and ceramics; high-tech composites; specialty coatings
Engineering
Examples: Electrical components; aerospace components; next-gen construction materials; chemical manufacturing
Life sciences
Examples: Biotechnology; medical devices; agricultural technology
Data science
Examples: Big data analysis; genomics and bioinformatics; internet technologies
Advanced manufacturing
Examples: Materials, processes, and equipment for semiconductor manufacturing;
Things we’d like to try
We’d love to help out in these areas if the opportunities arise.
Alternative energy
Examples: Next-gen nuclear power; fusion; energy storage; renewable energy
New infrastructure
Examples: New public transportation projects; high-speed rail; updating the power grid
Urban redevelopment
Examples: Secure funding and community buy-in to redevelop an empty skyscraper or blighted neighborhood
Affordable housing
Examples: Building projects that emphasize affordability and equity; new construction for first-time home buyers
What we do for clients
We help technical businesses define and market their products in a way that is easy for their ideal customers to understand.
Explain difficult technical concepts
Articulate how and why a product improves customers’ lives using language that all stakeholders can understand.
Uncover value that may be hiding under the tech specs
Mine all existing documentation around a product to find all the hidden value that may be important to customers.
Empower sales to have meaningful conversations
Give sales teams a set of strong messaging pillars they can use for easier, more effective outreach.
Create alignment within the organization
Break down silos and create a shared understanding of the product among all levels of the organization.
How we do it
We divide our approach into three main phases with an intense focus on consistent messaging throughout.
Product development
Define the product, its customers, and how the two are connected. Generate consistent messaging to get everyone on the same page.
Marketing strategy
Anchor marketing activities to a consistent strategy for greater efficiency. Select channels and plan activities over a rolling 6- or 12-month period.
Marketing assets
Create a library of technical marketing assets that facilitate sales. Build out websites, sell sheets, and other content to generate interest and demand.
See What We Do for more details on our process.